Professor of advertising and public relations, Dr. Eyun-Jung Ki, has secured two $15,000 grants from the Korean Foundation for International Cultural Exchange (KOFICE). KOFICE works to increase mutual understanding and relations with nations around the world.
The first grant will allow Ki to pursue her research proposal on “The Impact of the PyeongChang 2018 Winter Olympics on Americans’ Intention to Consume Korean Cultural Contents.” The study will investigate the impact of the winter Olympics on Americans’ intentions to consume Korean cultural products including K pop music, products, or K drama after watching the Olympics.
“As the Olympics are a mega-event, there are many opportunities to learn from the mass media coverage and stories about Korean culture, as well as be able to see the impact that watching the Olympics may have on those who tuned in,” said Ki. “Will they want to consume more Korean culture? Will they want to visit the country because of this coverage? These are questions that I hope to answer.”